Univision Set to Finish July Sweep In First Place In Demos

Univision will finish the July 2013 sweep ratings derby at No. 1 in both the 18-49 and 18-34 demographic groups, beating all of the English-language broadcast networks – a sweep first for the Spanish-language network. During the sweep, Univision is delivering an average audience of nearly 3.6 million total viewers, 1.8 million Adults 18-49, 874,000 Adults 18-34, and 1.1 million Persons 12-34 in primetime. Those stats also put Univision in first place for the sweep among 12-34 year olds — with a 30 percent lead over nearest competitor, Fox. While fourth placed among viewers of all ages (ahead of Fox), Univision leaps to the top of the pack with 18-49-ers, who are the currency of most scripted entertainment programming ad sales. In that age bracket, Univision will wrap the sweep 21 percent ahead of second place broadcaster, Fox.

Univision’s Los Angeles and New York stations are key to the win — the country’s No. 1 and 2 most watched in the country, respectively, during primetime among 18-34, 18-49, and 25-54, during the ratings derby.

Fueling those wins, Univision’s variety show Sabo Gigante (Giant Saturday) is up 16 percent in 18-49 year to year, and its highest rated primetime novella, Amores Verdaderos (True Love) outstrips first-run airings of many English-lanugage programs in key demos.

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“Finishing the February sweep as the No. 4 network, ahead of NBC, made a major impact. Wrapping up July – during a time when other networks are investing more than ever in summer programming – as the No. 1 network among both Adults 18-49 and 18-34 for the first time, is making history,” said Univision CEO Randy Falco who, before joining the Univision, spent 30 years at NBC.

With a median age of 37 years old, Univision continues to deliver the youngest viewers during primetime among the top five broadcast networks. It’s winding up the sweep more than 17 years younger than the average of ABC (55), CBS (58), NBC (54) and FOX (47).

Republicans and most Americans like this no more or less than Mexicans would like an English language channel to be tops in Mexico. Grow up.

Lou • on Jul 22, 2013 2:32 pm

You could get even more spanish programing in Mexico. Goodby.

Andrew John • on Jul 22, 2013 2:32 pm

Meaningless data as the English broadcast covers dozens of stations while Univision is just “ONE” of the major Spanish network.

What is being compared is apples v. oranges. Meaningless when the whole American audience coverage is concerned.

Chucky • on Jul 22, 2013 2:32 pm

Univision’s big Saturday show is actually “Sabado Gigante”.

Basic Cable Dude • on Jul 22, 2013 2:32 pm

I’ve worked in TV for 10 years, and I didn’t even know there was such a thing as July sweeps. Either I should be paying closer attention, or July sweeps doesn’t mean squat. Maybe both. So, er, um, kudos to Univision.

not a cable guy • on Jul 22, 2013 2:32 pm

hooking up cable does not mean you work on TV LOL

Anonymous • on Jul 22, 2013 2:32 pm

You have not been paying attention.

JoeBear • on Jul 22, 2013 2:32 pm

Dude, I’ve been in the media business for thirty years and there has ALWAYS been a July Arbitron Book mainly for local market television. Not sure you would call it Network Sweeps, but there has always been a July Neilsen and Arbitron local television book. Media people don’t really pay much attention to them because the HUT levels are lower in the summer.

carmen mays • on Jul 22, 2013 2:32 pm

I never watch Univision. Everything is Mexican. The soap operas are copies of the telemundo soap pperas, Colombian novelas. Univision don,t give opportunities to actors from another countries. All is Mexican accent.

heyItsMe • on Jul 22, 2013 2:32 pm

That’s an interesting perspective.

Someone that knows • on Jul 22, 2013 2:32 pm

No es cierto!!

Tom • on Jul 22, 2013 2:32 pm

Oh goodness! I hope your Spanish is better than your English.
Also, there is a Spanish language and it’s not Mexican.
Probably went to school in California. LOL!

Dave F • on Jul 22, 2013 2:32 pm

Actually, while Mexican is a dialect and not a language, Carmen never called it a language. However, Mexican is very different from Spanish in the rest of Latin America, and many people in Latin America find it grating to the ears. Additionally, in Spanish, people often refer to dialects as we would languages. It’s just different, not wrong. Tom, stop being so much better than everyone else, because…. you’re not.

YourDaddy • on Jul 22, 2013 2:32 pm

Not true, Telemundo copies Univision. William Levy, who is one of the most popular actors, and also plays in Mexican novelas, is Cuban. Maybe you just have issues with Mexican’s.

Joseph • on Jul 22, 2013 2:32 pm

It will probably be no more than two years before Univision wins a “big three” Sweep (November, February, or May) among broadcast networks in the demographic encompassing adults between 18 and 34 years of age.

In fact, around the same time, Univision will likely win a full season among broadcast networks in that demographic.

And within five years, Univision may well win one of the “big three” sweeps (November, February, or May) in the 18-49 demographic as well, and probably will also win a full season among broadcast nets in the 18-49 demo by the end of the decade.

These are the two reasons both will happen:

(1) The Hispanic population is rapidly growing, and is young compared to the country as a whole.

(2) English-language broadcast networks are being cannibalized by numerous cable and satellite networks. That hasn’t happened yet with Spanish-language TV.

I could even see a situation in some cities where there’s a growing Hispanic community and Univision doesn’t have an owned-and-operated where a few TV stations currently broadcasting in English will drop English-language programming and “Go Spanish” with Univision,

TV Engineer • on Jul 22, 2013 2:32 pm

Have worked in TV from 1968 to present. Always been a Feb, May, July, Nov book. Now I will grant you the May, Nov books are the big ones. Also most large markets are metered, and really in ratings every day. Where have you been in TV? The main stream networks need to wake up, and program something besides the crap they are now. Reality TV needs to go. Go back to family shows not preaching the “PC” line. Have the networks ever wondered why people like the old TV shows on cable like “Nick at Night”, and some over the air channels like “Antenna TV” and “Retro TV”. Wake up networks while you still can.

cmag1971 • on Jul 22, 2013 2:32 pm

“Reality TV needs to go. Go back to family shows not preaching the “PC” line.”

You just nailed it. I am so sick of 24 hour politics that I dropped everything but local channels with my cable company Time Warner. It is bad enough to have MSNBC, CNN, and FOX giving us 24/7 propaganda from the most ego inflated political zealots on the planet, but to have family shows preaching a politial perspective as well…..nonsense. What’s really nonsense is most of these shows are so far fetched it is incredible. The good news is I rarely watch television now and read a lot more.

TruthInSpending • on Jul 22, 2013 2:32 pm

Well that’s a real shocker. The only surprise is that it didn’t happen sooner.

How many programs are broadcast in Spanish? How many in English?

T.J. • on Jul 22, 2013 2:32 pm

Univision blasts the GOP every day for their anti immigration stance and their hatred toward hispanics in general. This is very bad news for the GOP if they were hoping to gain traction with the hispanic vote in 2016. They are going to lose by a bigger margin than Romney did. Those who are unfamiliar with Univision do not realize that Univision has enormous influence among hispanic voters across the country and their non-stop GOP bashing will only help democrats. If Hillary runs, she will win by a larger margin among hispanics than Obama did. It will be mathematically impossible for Republicans to win the electoral map in 2016 and Univision will be part of the reason why. If they continue to be number one in the ratings, the GOP can kiss 2016 goodbye.

jim • on Jul 22, 2013 2:32 pm

You made some very interesting observations but you neglect to see the whole picture. Our economy is crumbling by the day and within 3 years we’ll will go to economic collapse. A major economic collapse on a scale no one could imagine. The stigma of Washing is that big government works, and the only answer. This Jan. Obama’s Health Care will add $3500 to your taxes, plus employers will limit working hours below 40 to 30 to keep under the radar. This will also contribute to the collapse. If you think Hillary’s approach will solve this keep drinking the koolaid if it makes you feel better. No where are the Dems capable of securing votes wihout handouts, take away the handouts and your theory is then highly questionable.

Laura Merrone • on Jul 22, 2013 2:32 pm

I’m Republican and I don’t hate Hispanics at all!! Why do people presuppose that Republicans do? Yes, I am against illegal immigration and that’s probably why. That’s because Univision as mentioned in an earlier post is Mexican-oriented. But to say that all Republicans hate Hispanics…doesn’t make sense. However, I would brush up on your Spanish. English will be history in about 20 years…

BJ • on Jul 22, 2013 2:32 pm

I don’t think English is going anywhere. When second generation Hispanics are educated in the U.S. they are speaking English for the majority of their day and may even forget the language their parents taught them. No, it is not necessary for anyone in the United States to brush up on their Spanish. It is NOT an invasion. I would however practice some Mandarin.

blahblahblah • on Jul 22, 2013 2:32 pm

It only seems Mexican oriented to you, but not to others. Univision is just going with the popular opinion within the Latino community – which tends to be heavily “Mexican-American”. Also, at the end of the day, Univision is only interested in money just like any other entertainment company. I think Univison, Telemundo and any other Latino oriented channel will slowly go away; Latinos are by far adapting to English faster then any past immigrant group in America.

And by the way, Univision is the CHEESIEST crap I’ve ever seen in my life! It’s just awful.

Elisa Orozco • on Jul 22, 2013 2:32 pm

I, too, am hispanic and conservative although I long ago gave up on the Republican Party. Most of my friends and cousins are of the same conservative conviction and we DO NOT support illegal immigration. However, we certainly don’t hate Mexicans.

Dave F • on Jul 22, 2013 2:32 pm

I am a Republican in a Latin family. I got no problem with it. I do understand that many blacks and latinos are afraid to express conservative thoughts, because the more tolerant progressive community doesn’t put up with that. Conservative blacks and latinos are treated poorly by the American Marxist community. Some, like Zimmerman, are even called “White”.

Adam Smith • on Jul 22, 2013 2:32 pm

Ay, yay, yay, it’s “Sábado Gigante” not “Sabo Gigante!” I can speak Spanish very well, and I’ve seen enough Univisión to say that it’s aimed at someone with an 8th grade education. I read an interview with Mario Kreutzberger (Don Francisco of Sábado Gigante) where he admitted the poor, uneducated working class was his target audience. Sad but true.

former producer • on Jul 22, 2013 2:32 pm

No one promotes for the July sweep. No wonder they won.

Keldon • on Jul 22, 2013 2:32 pm

Does summer network TV just suck or network TV in general? Could it mean cable, is getting such a lead that network TV is irrelevant? Is online TV and TiVo and YouTube taking over as cable 2.0?

Danny Moore • on Jul 22, 2013 2:32 pm

Well the demographic is changing. The only large national Spanish network is Uni, I think. So they get to hog the entire demographic and a network that has struggled may really top the national market in the end.

Repubs did you notice? Wake up and smell the coffee.

Carl E. Boy • on Jul 22, 2013 2:32 pm

Even I watch Sabado Gigante, and I have to use the subtitles to understand. But scantilly clad women, funny people, crazy contests, and bright colors make all their programs look good.

And what other network has an 11 PM/(10 Central) network news broadcast with actual news, not just who murdered whom, and what local politician said what stupid thing?

Si, ellos pueden!!!!

Drudge Troll • on Jul 22, 2013 2:32 pm

Cable Dude is correct, July sweeps are hardly a benchmark that is widely consulted and goes essentially unnoticed. Drudge has to keep red meat available for his readers and this article about a foreign language station capturing anything will surely ruffle feathers amongst his readers.

el gringo • on Jul 22, 2013 2:32 pm

For what it’s worth, it’s “Sabado Gigante” with an accent over the first “a” in Sabado that I can’t make because I am on a phone.

Has the Gold Cup soccer tournament been on Univision or another network? Mexico ‘s national soccer team generates big ratings.

rick • on Jul 22, 2013 2:32 pm

Just curious. How many American shows do they use and how many do they just add a different language? Not being mean, just wondering.

Bigmark • on Jul 22, 2013 2:32 pm

Most of their shows are original, however on weekends they will show movies with voiceovers.

Mike Young • on Jul 22, 2013 2:32 pm

There goes the neighborhood.

blahblahblah • on Jul 22, 2013 2:32 pm

Just don’t go shooting them, because then it shows who is the crazy one.

Daniel Boone • on Jul 22, 2013 2:32 pm

We’re f***ked……

David Boothby • on Jul 22, 2013 2:32 pm

In live in LA and Latinos are over 50% of the population and they watch their spanish network Univision–the Anglo poulation spreads all over TV and cable dial. That’s why they have higher ratings it’s concentrated basically in 1 place. And by the way their ratings are going to get higher as their portion of the population gets ever bigger.

Tom Roberts • on Jul 22, 2013 2:32 pm

The insane networks decided to cater to Latinos many years ago. They now have no white viewers and no Latinos viewers! LMAO

CR • on Jul 22, 2013 2:32 pm

You have not been paying attention.

Florida guy • on Jul 22, 2013 2:32 pm

I found this article from a link on the Drudge Report this morning. I assume the reason Drudge noted it is that this sweeps achievement is meant to show that Spanish-speaking illegal aliens and their descendants are slowing taking over the TV viewing audience in the United States and that the English-speaking entertanment and news industry had better start getting nervous as to their futures.

blahblahblah • on Jul 22, 2013 2:32 pm

You should stop reading Drudge Report, it’s probably making your brain smaller. Also, maybe you should look up the immigrant group that is the fastest to adapt on the English language, you’d be surprised.

homerfinn • on Jul 22, 2013 2:32 pm

Still think there is only 11 million “non documented” folks here? I have ben hearing that figure for 10 years. Try 20 to 30 million. Learn spanish and you too can be part of Americas future.